This was a pair project for the modules CS4262 Social Media and Digital Campaign Management in my course of study at WKKSCI.
SGAG presented the class with 3 briefs - 1 with Ayam Brand's level 5 spicy chili tuna, 1 with McDonald's Nasi Lemak Burger and 1 with Guinness. My friend and I decided to work on Ayam Brand's newly launched level 5 spicy chili tuna together. In the provided brief, we have to raise awareness for the product and drive participation to their #Ayamonfire challenge with KPIs - clicks to microsite and participants for the challenge.
We did our research and gathered the insights that people like challenges because of the sense of achievement and the fact that it proves their worthiness. Hence, the target audience was set to be for the 18 to 35 year olds who are bold and curious and the strategy and big idea were developed:
Korean spicy noodles were the in-thing back then - everyone wanted to try it as a challenge to themselves. We wanted the same for Ayam Brand's level 5 chili tuna with an emphasis on how it has to power to make the strongest man cry and challenge others to try it too. Thus, the captions of the content will be in a tone that dares and challenges the reader.
Also, it was essential for SGAG to maintain its brand personality, style and humour. Hence, we incorporated that into our content.
Content #1: That friend who can tank everything
At that point of time, videos in square formats, black bars and block-lettered titles were really popular - SGAG was also producing content in that style. We wanted to leverage on this trend and at the same time maintain SGAG's style and hence, the video was edited to be in a similar style. My friend and I worked together to script and direct the short video and thereafter, I edited and put them together to form the final product on the left.
What we want to show from the video is how Bob, who could endure everything and even endure a 'friend' like Ken, having difficulties enduring the spiciness of Ayam Brand's level 5 chili tuna. The strongest isn't that strong anymore when there's level 5 chili tuna.
Content #2: THOR COMIC STRIP
As it was nearing the release of Thor: Ragnarok and we identified it as a great opportunity to tie in Thor with Ayam Brand's level 5 chili tuna as he had always been portrayed as one of the strongest in the Avengers, and this is in line with our big idea of Ayam Brand's chili tuna having the power to make the strongest men cry.
There were also countless Thor memes and puns circulating the Internet, same for the previous two Thor movies that were released. SGAG actually made a post on Xiao Ming sharing Thor jokes too and thus the copy suggested for this content addressed that Xiao Ming's puns in the video were unbearable. This content captured the essence of SGAG's brand personality and timeliness in content posting well.
Content #3: CRYing comic strip
Content on SGAG needs to be of high relatability to the audience.
Hence, while exaggerating a little, we included timely content like the marriage of the Korean stars in Descendants of the Sun and also things we may experience such as cutting onions, getting blue-ticked on Whatsapp and facing a packed mrt platform.
All those are the things that can make you cry no matter how strong you are. And Ayam Brand's level 5 spicy chili tuna definitely makes it in the list too! Just look at how Bob cried...
Content #4: post-event video
Wanting to combine both online and offline, the idea of this offline challenge event brings Bob and Ken to life. The post-event video is a continuation from Content #1 where Bob rallies people on-the-ground to attempt the challenge. Caption of this video will pull people to join in the #Ayamonfire contest, challenging them to try.
On top of our lecturer, 2 people from SGAG, including the Creative Director of SGAG, were the judges for our presentation.
Grade received: A-